What Are The Best Colours For Online Conversions?

In the global world of online commerce, design is a language in its own right. From guiding the flow of web traffic, to highlighting and emphasising products, services, and options, how you look is increasingly an influence on how you sell. And, in the digital realm, colour is a key component of this unwritten language.

Unlike the written word, the vocabulary of colour is a more complex language to translate. Our interpretations of colours are infused with cultural contexts and learned responses. So is colour really a universal language?color theory

Colour Theory and Culture

Colour is linked with memory and association. Our responses are often ingrained through learning, rather than inherent traits, although this learning can itself come from nature. Green is healthy; blue is peaceful. Red is seen as vibrant, but also urgent: which is why it is so widely used for discount sale signs in shops, and also warning signs.

Colour in commerce can affect our assumptions too: we see blue and teal as signs of dependability and honesty, and these are the colours most commonly associated with banking brands. But do we see blue in this way because it is used by banks? Equally, certain brands have made the colour orange synonymous with dependability and value for money, yet in some communities, orange is also a divisive emblem of political loyalties.

So the challenge for any design agency with an eye on web-based commerce is this: when you sell online, you sell to the whole world. How can you strike a compromise between the many differing interpretations of your brand’s colour palette?

The Psychology of the Perfect Palette

Using colour to focus the eye and influence navigation is one matter. But when it comes to converting mouse clicks into cash, this is where colour theory really becomes interesting. Because there are clear examples where colour most definitely is a universal language.

This is where an understanding of colour palettes can really be converted into profit. A good digital design agency will know how to use colour to direct attention; a great one will know how to create a meaning. A fantastic case study to illustrate this is the re-branding of McDonald’s restaurants, from red to green. The company faced criticism for being too aggressive in its business practices, and that their products had become unhealthy. Out went the domineering and dangerous red; in came the calm and natural deep green. The company reversed a downward trend and the strategy is considered one of the most successful top tier re-brandings of recent years.

So, which colours are best for online conversion? That all depends on your objectives. And – as with all matters of colour – context is king. One interesting question to ask of your palette is this: will your colours be a prompt, or a problem solver? In the example given above, the brand used colour to address a perceived problem with their image. In doing so, they relied on the broadest, most universal interpretations of very bold colours. If your brand is strong, but you are routinely failing to complete sales due to an indistinct layout, colour can be a prompt: bold and urgent contrast hues that direct the customer’s eye towards completing the purchase. So whether you are building a brand identity, or simply improving your end-user experience, think about how you can be communicating in colour.

Image Credit: http://www.1stwebdesigner.com


Top Web Design Trends For 2015

design trends 2015

As any web design company worth its salt knows, design trends can vary widely from year to year. 2014 saw a lot of focus placed on mobile technologies, with designers everywhere seeking new and better ways to optimise their sites for use on mobile and tablet devices; other trends included flat design, minimalist navigation and an increase in video and moving backgrounds.

So, what new trends and innovations do we anticipate in the year ahead? In this article we highlight 7 features that you can expect to see featuring on a website near you.

Video content

There’s been a recent upsurge in sites using video to promote their services; from infomercials to product demonstrations, websites are increasingly offering visual content to captivate their visitors. With many people switching to fibre optic broadband and faster online services, now is the time to deliver engaging video content.

Hidden navigation

By de-cluttering the screen, designers can maximise space to deliver content. Navigation menus that slide in or are activated by a roll-over or click are making a return to websites, particularly on the mobile viewport where space is at a premium.

Ghost buttons

Ghost Buttons are have certainly become more popular recently, subtle links to pages that blend into the overall page design. Often just a simple transparent shape with no fill and just a keyline — hence the name — these links help to create a more minimalist design. The style is quite popular on visual websites that make use of full-screen photography.

Parallax scrolling

The parallax effect has been around for sometime now, but it has become more popular in web design recently. Web designers are using the effect in scrolling sites to introduce a sense of depth and and create 3D effects. It can be an effective way of driving users through a narrative or storyline on visiting your site. Definitely a trend that’s set to continue in 2015.

Designs for larger screens

If 2014 was the year of mobile websites, could 2015 be the year of the big screen? With web0-ready TVs becoming more prevalent, designers are having to consider people surfing the web on large TVs or projector screens? Designing for the larger screen requires a different approach, which is sure to become more widespread in the years ahead.

Dynamic content

Imagine being able to deliver unique content that’s relevant to individual visitors. Dynamic content can be really powerful and engaging, as long as you have accurate information about your audience. Being able to deliver content in this manner is the future of the web, which could have a tremendous effect on conversation rates.

Colour co-ordination

Brands can certainly benefit from our emotional response to colour. Your branding consultancy can help to establish a colour palette, or perhaps theme your site around an existing identity. Whether you go for neutral tones with an accent colour, or a rainbow of colour, it’s important to get it right.

As 2015 unfolds, it’s going to be interesting to see which of these trends become common practice and which ones are phased-out by new ideas or advances in web technology.